Branding in a Hyperconnected World Swaminathan, Vanitha; Sorescu, Alina; Steenkamp, Jan-Benedict E.M. ...
Journal of marketing,
03/2020, Volume:
84, Issue:
2
Journal Article
Peer reviewed
Open access
Technological advances have resulted in a hyperconnected world, requiring a reassessment of branding research from the perspectives of firms, consumers, and society. Brands are shifting away from ...single ownership to shared ownership, as heightened access to information and people is allowing more stakeholders to cocreate brand meanings and experiences alongside traditional brand owners and managers. Moreover, hyperconnectivity has allowed existing brands to expand their geographic reach and societal roles, while new types of branded entities (ideas, people, places, and organizational brands) are further stretching the branding space. To help establish a new branding paradigm that accounts for these changes, the authors address the following questions: (1) What are the roles and functions of brands?, (2) How is brand value (co)created?, and (3) How should brands be managed? Throughout the article, the authors also identify future research issues that require scholarly attention, with the aim of aligning branding theory and practice with the realities of a hyperconnected world.
Over the last twenty-five years, employer branding has been a subject of increasing attention among HRM scholars and practitioners. However, very limited research has explored the link between ...employer branding and HRM performance. To address the gap, in this study we explored how employer branding orientation impacted recruitment outcomes during the COVID-19 pandemic. In addition we combined both the brand orientation and internal branding concepts to better empirically explain their impact on building employer brand orientation. Based on cross-sectional data collected from 233 companies operating on Russian labor market, we found the positive relationships between brand orientation and employer branding orientation, between employer branding orientation and the employer branding programs, which are positively related to recruitment outcomes. However, the moderating effect of internal branding was negative. We also found moderating effects of COVID-19 in the relationship between employer branding orientation, employer branding programs, and recruitment outcomes.
This study offers a new way of understanding the motivations that influence media workers’ impression management (or branding) in the social media era. Amid the growing insecurity of media work ...generally and the particular pressures of branding oneself and promoting one’s employer online, our research introduces a framework through which to interpret the forces and factors—internal (social–psychological) and external (environmental)—that shape how and why media professionals engage in branding. Through a first-of-its-kind survey of a broad cross-section of journalists (N = 642), this study proposes, tests, and confirms a branding alignment hypothesis. This typology sheds light on how branding activity aligns with individual, organizational, and institutional motivations as well as professional identities. Importantly, the study shows how branding is manifested over and above social media dynamics alone and reveals how “self-made” and “company” journalists differ in how they promote themselves, their employers, and the journalism occupation.
Given the need for qualitative research on human resource (HR) practices, this study explores and demonstrates the interrelated HR practices around motivating, engaging, and retaining employees. It ...employs in-depth interviews to explore such practices adopted by 4- and 5- star hotels in Dubai. The findings reveal that HR practices are classified within employer branding and internal branding and directed toward hotel and destination brand image enhancement. This study offers destination managers with HR practices that contribute to enhancing the hotel and the destination brand.
Sports Branding – A Complex Process Sergiu Vlad Stan
"Ovidius" University Annals. Economic Sciences Series (Online),
01/2019, Volume:
XIX, Issue:
1
Journal Article
Peer reviewed
Open access
“Sports and entertainment have been convergent ever since the dawn of capitalism” (Carter, 2010, p. 26). From this point of view, throughout the years, sports stakeholders and every person involved ...in sports activities understood the necessity of promoting sports as a social phenomenon. However, the evolution of sports branding, the complexity of the process of sports branding has evolved and today consists rather in promoting each part of the sports process. Therefore, the present article aims to highlight the sum of processes, which stand behind sports branding. Thus, sports branding is a concept that can be analysed through different perspectives such as product branding, personal branding, corporate branding, place branding and last but not least events branding. All these concepts are not convergent but rather seek to explain different areas finding practical application in sports as well as in other fields of activity.
There has been a substantial rise in the number of Chinese tourists, with the Chinese millennials being important influencers. Yet very little is known about their tourism behavior, particularly how ...their perceived destination brand values influence their destination loyalty. This study brings in the consumers' perceived brand value concept from the branding literature to investigate Chinese millennial tourists' destination loyalty. An online survey was adopted to collect data from 287 Chinese millennial tourists. The findings offer insight into the relative effects of five dimensions of tourists' perceived destination brand values on their destination loyalty. The findings also extend existing tourism literature, showing the moderating effects of destination brand globality, destination status (domestic vs international) and national brand attitude on the said relationships. Managerial implications to better target Chinese millennials are discussed together with future research directions.
In the supply chains that consist of component suppliers (CSs), original equipment manufacturers (OEMs) and industrial customers (ICs), CS managers must manage the relationships with both their ...direct customers (OEMs) and indirect customers (ICs). In this research, we explore the effects of CSs' push and pull strategies on OEMs' component adoption decision in situations where OEMs can produce the components in-house. We hypothesize on how CS branding and OEM branding moderate the effects of push and pull strategies and on a boundary condition for the moderating effects. Survey measures from 195 Chinese mining-equipment companies and their actual component adoption data support our hypotheses. Our analysis shows that both push and pull strategies induce OEMs' adoption of the CS's components (instead of the ones made in-house). A strong CS brand image promotes the adoption, but a strong OEM brand image curbs it. Both of the brand images strengthen (weaken) the effectiveness of push (pull) strategies. Moreover, an IC's loyalty to an OEM weakens (strengthens) the positive moderating effects of CS (OEM) brand image on the relationship between push strategies and the adoption of the CS's components.
•Both CS's push and pull strategies positively affect the OEM's adoption of their components.•A strong CS brand image promotes the OEM’s use of the CS's components, a strong OEM brand image curbs it.•Both the CS and OEM brand images strengthen the effect of the CS’s push strategies and weaken its pull strategies.•Loyalty can be a boundary condition of the CS’s and OEM’s brand images, but only effective on the moderation with push.
Spa destination branding as a niche within health tourism has been comparatively little addressed in the relevant scientific literature at present. This is a gap in research, the need for positioning ...on highly competitive national and international health tourism markets is necessary to ensure continued existence and economic success. The COVID-19 crisis intensifies this pressure on destinations and spa operations. Five spa destinations, linked through public ownership structures, launched a joint brand development process. The first phase, under the guidance of leading consulting firm "BrandTrust", accompanied by experts of Deggendorf Institute of Technology, was completed in 2021. The concept is now being rolled out in the destinations, for which three strategic projects have been defined. In the article, this participatory approach to the development of a tourist brand is presented and analysed. The importance of the orientation on common values through branding is showed on the example of the underlying case which is an ongoing process of development. The authors report there are no competing interests to declare.
In spite of considerable prior research on luxury branding, no widely accepted definition of “luxury brand” exists. The purpose of this paper is to review the literature in order to: a) summarize the ...state of knowledge on luxury brand marketing; and b) provide a new and usable definition of a luxury brand. A literature review was conducted with a focus on developing a more useful definition of “luxury brand,” outlining key theoretical perspectives that have been used in this area, and summarizing key research findings. Ko and Megehee's (2012) framework for understanding consumption of luxury brands is used as the guiding conceptual framework for the review. Directions for future research are provided.
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